before we dwet into it, how do you judge the brand science. >> you look at the proportion of the earnings to the brand. put a number on how important is this brand to the economic power of the company. >> i'm saying now revealing it, why is coke number one and not apple? >> coca-cola, i mean, one thing about brands is that they are not just a measure of what's going on now. they are a view into the future as well. the thing about coca-cola that you can't deny, 100-year-plus history of consistently delivering great product and relevant brand to people. apple -- as far as apple is concerned, we know they're doing great right now, but there's concerns about what might happen in the near future with the loss of steve jobs. >> i understand why you're so focused on brands, because brands is what you do. you advertise companies. they pay you money to make their brand bigger. actually in a world in which we're connecting over the internet where i care if my coffee maker is purchasable on amazon rather than the brand of that coffee maker is what you do for a living becomes less relevant? >> i'd sa